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marketing

Social media marketing drives search traffic 61% for one small business: a case study

June 7, 2010

Any small business looking at social media ultimately has to ask, What business benefit am I going to get from being active in this media? No matter how compelling the user statistics are, any commitment of time for a small business needs to be rewarded with results.
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Social media marketing programs need to accommodate consumer expectations about content and context

May 25, 2010

When you are using content to influence consumer behavior, the context that the content is delivered in has a big influence on how consumers respond to the messaging. This maxim is an important factor in designing content marketing and social media programs. Experience suggests that consumers impute authority to two types [...]

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Increasing a focus on internet marketing for SMB’s isn’t enough; solving the analytics equation is a big challenge

May 21, 2010

An Emarketer analysis this week of two research studies concluded that social media was going to be a big focus on web marketing expansion by small businesses.
Our experience on the ground selling our DigitalSherpa service confirms the direction of the surveys.  Once we get into a discussion about how content marketing and digital networking can [...]

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Facebook, Google & the Negative Option

May 10, 2010

Every marketer knows that the negative option is your friend: it increases response, renewals and profits.
As a result, the negative option can turn into a hiding place for the unscrupulous marketer. The technique can be deployed in a technically correct way, but can be so cynical about the energy and intelligence of the average [...]

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Emerging local businesses spend 30% of their budget on digital marketing, driving a structural change in the market, BIA/Kelsey research shows

April 26, 2010

The landscape for local advertising, particularly by small- to medium-sized businesses (SMB’s) is undergoing a profound shift that is being masked in part by the overall downturn in advertising spending, two recent research reports from BIA/The Kelsey Group demonstrates. The key for local media companies is to segment the SMB client base in relation [...]

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Socially-enhanced ads have higher recall, purchase intent, Nielsen study claims

April 20, 2010

Nielsen has released a study today that looks at the effectiveness of different kinds of Facebook advertising. The goal was to determine whether ads that leveraged a brand’s social network — which Nielsen is calling “earned media” — performed differently than traditional ad formats.
The big headline: Socially-enhanced advertising has higher recall and higher [...]

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